K.C. Pan to Lead Operations as General Manager, Taiwan
NEW YORK & TAIPEI, Taiwan - Xaxis, the world’s largest audience buying company, announced the launch of operations in Taiwan. The move builds upon the company’s ongoing global expansion, following the debut of new office locations in Hong Kong and Thailand during Q1 2013. Xaxis has appointed former Yahoo! executive K.C. Pan to lead the new office as general manager, Taiwan.
“We are bringing a new approach to buying media, and a key objective will be to educate the market on the differences between traditional Media Placement Buying and Audience Buying, as well as demonstrate how programmatic buying can play an important role in ensuring successful campaigns for brands.”
With the Taiwan launch, Xaxis introduces the market’s first, fully featured audience buying solution, enabling in-market advertisers to implement coordinated, data-driven campaigns, at scale, across both display and online video inventory. Xaxis will work directly with the GroupM agencies in Taiwan in providing global and local advertisers with the ability to programmatically connect with the right audiences at the right time across the digital sphere.
“Taiwan is facing rapid advancements in the digital world and marketers must constantly change how their brands reach and relate to consumers,” said Michel de Rijk, managing director of Xaxis Asia Pacific. “We look forward to working with the GroupM agencies to bring the cutting edge tools and data resources of the Xaxis Data Management Platform (DMP) to advertisers in the Taiwan market.”
Office head K.C. Pan joins Xaxis from Yahoo! Taiwan – the market’s largest e-commerce and digital media property – where he served as a lead for business development. In this role he was responsible for strategic partnerships with local publishers, M&A deals and new business initiatives. Pan’s previous experience includes serving as the financial analyst and plant controller at Procter & Gamble, Taiwan, and as the head of business development at global trading group Li and Fung Ltd. He holds an MBA degree from the University of San Francisco with an emphasis in Finance.
“The growth of digital media is creating exciting opportunities for brands to gain deeper engagement with their customers. Xaxis will work with GroupM clients to help them gain even greater value from their digital campaigns,” said K.C. Pan. “We are bringing a new approach to buying media, and a key objective will be to educate the market on the differences between traditional Media Placement Buying and Audience Buying, as well as demonstrate how programmatic buying can play an important role in ensuring successful campaigns for brands.”
Xaxis provides over 1,200 advertisers with audience buying solutions at scale, delivering hundreds of billions of impressions globally per year. The proprietary Xaxis DMP houses the largest collection of unique anonymous audience portraits. As the only universal and neutral data management platform in the industry, the Xaxis DMP allows advertisers to measure attribution, offline ROI, audience insights and brand impact based on the entire digital plan.
Xaxis is the world’s largest audience buying company. Through its proprietary platform, Xaxis offers advertisers a single, comprehensive resource from which to reach and engage with global audiences across the universe of digital media. Xaxis does this for its GroupM agency partners, Maxus, MEC, MediaCom, and Mindshare. Xaxis, a GroupM company that is part of WPP, has a presence in 22 countries across North America, Europe and Asia. For more information, please visitwww.xaxis.com.